Web & CRO
Your website as a 24/7 salesperson: a 15‑point conversion checklist
A 15-point conversion rate optimization (CRO) checklist to turn more website visitors into customers, with priorities and common mistakes.
Paying for ads to send people to a website that doesn't convert is like filling a bucket with a hole in it. Before raising your budget, review your site with this list. Every item you fix makes every ad dollar work harder, along with the traffic you get for free from Google, social media or referrals.
One piece of context worth keeping in mind: today many people reach your website after already seeing your profile, your reviews or even an AI-generated summary in the search results. They arrive with a specific question. Your site has to answer it quickly and make the next step easy.
Before you start: define what a conversion is
You can't improve what you haven't defined. Choose one main action per page and, if it applies, a secondary one:
| Type of business | Main conversion | Secondary conversion |
|---|---|---|
| Online store | Purchase | Email list signup |
| Professional services | Form or booked appointment | WhatsApp click or call |
| Restaurant | Reservation or order | Directions click |
| Local business | Call or visit | WhatsApp message |
With that clear, go through the 15 points.
First impression (the first 5 seconds)
- Is it clear what you do without scrolling? A clear headline with the main benefit, not a vague slogan. Quick test: show the page to someone who doesn't know you for five seconds and ask what you sell and to whom. If they can't answer, the headline is failing.
- Is there a visible call‑to‑action button? "Buy", "Book your appointment", "Message us on WhatsApp". One main button, not five. The button text should say what happens when you tap it; "Submit" or "Learn more" say very little.
- Does it load fast on mobile? If it's slow, people leave before they see you. Optimize images (modern formats like WebP and proper sizes), remove heavy sliders, autoplaying videos and plugins you don't use. Test your site on mobile data, not just the office WiFi.
Trust
- Real reviews and testimonials near the buy buttons. With a name, photo or concrete detail when the customer allows it; a generic, anonymous testimonial doesn't persuade much.
- Client logos, certifications or media where you've been mentioned. Licenses, professional memberships and guarantees count too.
- Visible contact information: phone, WhatsApp, address and hours if relevant. Make sure they match your Google profile; inconsistencies create doubt.
- Clear policies: shipping (including whether you ship island-wide and how long it takes), returns, warranties and privacy.
Offer clarity
- Visible prices or ranges when possible. Hiding the price creates friction. If your service is custom, a "starting at $X" or reference packages filter out the merely curious and attract people who can actually buy.
- Benefits before features. Not "5,000 mAh battery" but "lasts all day". The customer's result first, then the technical detail for whoever is looking for it.
- Answers to objections in an FAQ section. The best questions come from your real WhatsApp and phone conversations: what people always ask you is what your website isn't answering.
Friction
- Short forms. Ask only for what's necessary. Every extra field lowers conversions. For a first contact, name, phone or email and one open question are usually enough; ask the rest later.
- Simple checkout, with familiar payment options (cards, digital wallets and, in Puerto Rico, ATH Móvil if your platform supports it) and no forced account creation. Show the total cost, including shipping and sales tax (IVU), before the final step; surprises at the end lead to abandoned carts.
- Thumb‑friendly design: big buttons, readable text, nothing spilling off the screen. Watch out for pop-ups that cover all the content on mobile and for chat bubbles that sit on top of the buy button.
Measurement and improvement
- Conversion events set up (forms, WhatsApp clicks, calls, purchases) so you know what works. Check that each event fires only once and that your ad platforms receive the right data; broken measurement means you're optimizing blind.
- Constant testing: change one thing at a time (headline, button, main photo) and measure. If your traffic is low, don't expect perfect statistical results: make big, clear changes and compare reasonable time periods.
Common mistakes I see on small business websites
- The homepage as the destination for every ad. Each campaign should lead to the page that answers exactly what the ad promised.
- Talking about yourself instead of the customer. "We're leaders with years of experience" doesn't tell visitors what they gain.
- Designing on a computer and checking mobile at the end. Most of your visits probably come from phones; check your analytics and design for that device first.
- Broken links and forms that never arrive. Fill out your own form once a month and confirm the message arrives and someone responds.
- Replying late. The best website in the world can't make up for a WhatsApp message answered the next day.
How to prioritize
Don't try to fix everything at once. Start with what affects the most people: mobile speed, the main message and the call‑to‑action button. Then work on trust and friction.
A simple way to order the list is to score each pending item:
| Criterion | Question |
|---|---|
| Impact | How many visits does it affect, and how close is it to the sale? |
| Effort | Can it be fixed in an hour, or does it need a redesign? |
| Evidence | Did you see it in data or recordings, or is it a hunch? |
Do high-impact, low-effort items first. Leave high-effort items for when you have evidence.
A free session recording or heatmap tool will show you where people get confused. Watching real users browse your site is one of the fastest ways to find problems. Watch recordings of visits that did not convert: that's where the useful information is.
Rule of thumb: if you have to explain to someone how to use your website, the website isn't ready yet.
Bottom line
Your website should work like your best salesperson: it explains quickly, builds trust, answers questions and makes the next step easy. If your website converts better, all your marketing becomes more profitable.
FAQ
What's a good conversion rate for a website?
It depends too much on industry, price, type of traffic and what you count as a conversion to give a universal number. What matters is your own baseline: measure how much you convert today and work to improve it month by month, keeping ad traffic separate from organic.
Do I need to redesign my website to convert more?
Not necessarily. Many of these 15 points can be fixed without a redesign: changing a headline, shortening a form, compressing images or moving your reviews. Redesign when the technical foundation won't let you make those changes or when the site no longer represents your business.
Is a form or a WhatsApp button better?
In Puerto Rico many people prefer to message on WhatsApp, so it's almost always worth offering. Ideally, have both, track both as conversions and make sure someone responds quickly on whichever channel the customer chooses.
How often should I review this checklist?
Do a full review every quarter and a quick one every time you launch a campaign or change something important on the site. And always check after plugin or platform updates, which is when things break without warning.
Want to apply this to your brand?
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